Professional Selling Overview
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Professional Selling Overview

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To introduce the learner to the fundamentals of professional selling

To introduce the learner to the fundamentals of professional selling

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Professional Selling Overview Professional Selling Overview Presentation Transcript

  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) Professional Selling Overview
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) Professional Selling Overview KeyPoints to develop in your own time! Introductory concepts @ OxfordCambridge.Org all for free and free for all. The information gathered here are under KeyPoints format and may be use: - Either to give the reader an overview before deciding for a full scale study of the subject. - Or to guide readers in expanding their knowledge on the given topic. Some recommendations, perhaps: - Identify all the KeyPoints on which you feel a need to expand your knowledge. - Choose a good book or two and/or info from Internet. - And then work towards gaining that knowledge. Please enjoy!
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) Aim of publication To introduce the reader or the learner to the fundamentals of professional selling.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) After developing the KeyPoints outlined in this publication, you should mainly be able to: ☺ explain the scope of selling ☺ describe what sales staff do ☺ explain how companies communicate ☺ identify the needs of different types of customers ☺ explain the steps involved in an organisational buying process ☺ identify different types of buying decisions Learning Objectives
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) After developing the KeyPoints outlined in this publication, you should mainly be able to: ☺ respond to different types of organisational buyers ☺ explain buying motives ☺ explain how needs develop ☺ deduce what a buyer can afford ☺ begin a relationship properly ☺ deal effectively with grievances ☺ know how to build trust Learning Objectives
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) ☺ Defining Personal Selling ☺ Buying Processes ☺ Customer Needs ☺ Cultivating Relationships Effective Business Meetings - Sections list
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) ☺ Scope of selling ☺ Sales activities ☺ Communication Defining Personal Selling To explain what personal selling is.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Defining Personal Selling - Highlights ☺ After going through these KeyPoints you should be able to: • discuss the changing role of the salesperson • discuss organisational learning • describe the activities common to all types of sales jobs • discuss the changing role of the sales force • discuss organisational change • outline the different methods that organisations use to communicate with customers • discuss the strengths and weaknesses of different communication methods
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Defining Personal Selling - Summary ☺ Personal selling is an interpersonal communication process, that involves satisfying the needs of customers and building long-term, mutually beneficial relationships with them. ☺ Sales personnel should be able to analyze customer needs and effectively explain these needs to the organisation. ☺ Adaptive learning occurs when an organisation uses knowledge acquired from the sales force to improve its current activities. ☺ Generative learning, on the other hand, occurs when an organisation uses this knowledge to develop new products. ☺ Sales personnel are involved in finding new customers, increasing sales to existing customers, demonstrating products, negotiating, and writing orders.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Defining Personal Selling - Summary ☺ Sales personnel work with other company employees to make sure that the product meets the customer's demands. ☺ Because the role of the sales force is changing to accommodate long-term relations with customers, organisations are changing their structures. ☺ Hierarchies structures tend to be replaced with flatter, more efficient ones that focus on core processes such as customer relations, and multifunctional teams are becoming more important in organisations. ☺ Sales personnel work with other company employees to make sure that the product meets the customer's demands.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Defining Personal Selling - Summary ☺ Because the role of the sales force is changing to accommodate long-term relations with customers, organisations are changing and will change their structures. ☺ Hierarchies structures tend to be replaced with flatter, more efficient ones that focus on core processes such as customer relations, and multifunctional teams are becoming more important in organisations. ☺ Organisations use marketing communications to provide customers with information about a product and how it can be purchased.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Defining Personal Selling - Summary ☺ The main methods of marketing communications are personal selling, advertising, sales promotion, publicity, and word of mouth. ☺ The methods differ in terms of the control, flexibility, and credibility they offer, and in terms of their cost to the organisation.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) ☺ Types of customers ☺ Organisational buying concept ☺ Organisational buying decisions ☺ Selling to organisations Buying Processes To explain how buying decisions are made in organisations.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Buying Processes - Highlights ☺ After completing these KeyPoints you should be able to: • describe the role of customers who are producers and re-sellers • describe customers from government agencies and institutions as well as the general consumer • describe how Sales personnel negotiate with customers • describe the buying process • describe new-task decisions • describe straight and modified re-buys • identify the strategies required in organisational selling
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Buying Processes - Summary ☺ Customers that Sales personnel encounter include producers, resellers, government agencies, institutions, and consumers. ☺ Producers can act as original equipment manufacturers (OEMs) or as end-users and resellers. ☺ Government agencies and institutions such as churches, hospitals, and colleges have intricate purchasing procedures that Sales personnel need to acquaint themselves with before negotiations can begin. ☺ Selling to an organisation requires more skill than selling to ordinary consumers because negotiations are more complex. ☺ Sales personnel need to interact with a wide variety of people in the customer's company and coordinate various departments in their own companies.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Buying Processes - Summary ☺ The buying process involves recognizing the need for a product; defining and specifying the product; soliciting, analyzing, and evaluating proposals from suppliers; placing the order; and evaluating performance. ☺ It is in the interests of the salesperson to be involved in the early stages of the buying process and to stay involved in the evaluation of a product for future business opportunities. ☺ A customer makes new-task, straight re- buy, or modified re-buy decisions for different types of products at different stages of a company's life. ☺ These decisions focus on different areas of the buying process and entail different strategies on the part of the salesperson.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) ☺ Defining needs ☺ How needs develop Customer Needs To differentiate between types of buying needs and their roles in large and small sales.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Customer Needs - Highlights ☺ After developing these KeyPoints you should be able to: • differentiate between business needs, personal needs, and task needs • describe rational and emotional motives for buying and how they relate to product attributes • describe the differences in customer needs development in small and large sales • explain the value of implied and explicit needs as buying signals in small and large sales • discuss the effect of the value equation on customers' buying decisions
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Customer Needs - Summary ☺ The awareness of a lack of something provides the initial stimulus to buy. This lack or shortage - whether tangible or intangible - is called a need. ☺ It is often useful to differentiate between needs and wants - a want arises from a need. ☺ Personal needs satisfy basic human behavioral needs, while business needs are the goods and services required for conducting a business. ☺ Task needs are tools and resources that enable people to do their work.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Customer Needs - Summary ☺ Customers base their buying decisions on rational or emotional buying motives, or on a combination of these. ☺ Sales personnel need to relate their products to the rational and emotional needs of customers at the levels of product features, advantages, and benefits. ☺ Needs develop differently in large and small sales. ☺ For example, in large sales, customers consider more closely the risks of wrong buying decisions. ☺ They also must justify their purchases rationally and tend to involve others in their buying decisions.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Customer Needs - Summary ☺ Implied needs are expressed in the form of problems or difficulties, while explicit needs are stated as wants or desires. ☺ Small sales become more likely when customers express many implied needs. ☺ To increase the likelihood of large sales, however, Sales personnel need to encourage their customers to voice as many explicit needs as possible. ☺ The value equation - or "value for money" - compares the seriousness of a problem to the cost of its solution.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge) ☺ Beginning the relationship ☺ Dealing with grievances ☺ Handling customer complaints ☺ Building trust Cultivating Relationships To demonstrate how sales personnel cultivate relationships with customers and clients.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Cultivating Relationships - Highlights ☺ After developing these KeyPoints you should be able to: • describe the value of satisfied customers • explain how to build a relationship properly • discuss good after-sales service • discuss how to deal with grievances • explain techniques for establishing the facts of a customer's claim • identify solutions that Sales personnel can offer customers • discuss the importance of following through with action
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Cultivating Relationships - Highlights • discuss ways sales staff can demonstrate dependability • explain how sales staff can prove competence and customer direction • describe how sales professionals can demonstrate honesty and geniality
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Cultivating Relationships - Summary ☺ Successful companies can maintain a competitive edge by developing partnerships with customers. ☺ When customers need to make buying decisions, they are more likely to return to companies with whom they have a good relationship. ☺ When establishing a good customer relationship, the salesperson should set realistic expectations, monitor order processing, and ensure proper use of the product. ☺ The salesperson may need to provide technical assistance or training to make sure that the customer is able to use the product effectively. ☺ Successfully handling complaints at the beginning of the buyer-seller relationship is particularly important.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Cultivating Relationships - Summary ☺ The salesperson should encourage the customer to present his or her problem in detail so that the grievance can be fully understood. ☺ Once the nature of a customer's problem has been established, the salesperson should put forward a solution and explain the reasons for the action. ☺ Following through with action improves customer satisfaction and supports the salesperson's previous assurances that the company is dedicated to customer service. ☺ Trust develops from a combination of five factors - dependability, competence, customer direction, honesty, and geniality.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford) Cultivating Relationships - Summary ☺ Dependability refers to the customer's perception of whether or not the salesperson, the product, and the company will meet expectations. ☺ Sales personnel can demonstrate dependability by fulfilling their promises. ☺ Sales personnel demonstrate competence by showing that they know what they are talking about and can carry out their tasks quickly and efficiently. ☺ Customer orientation describes the way in which a salesperson places the customer's needs above the need to make a sale. ☺ Honesty is related to dependability and competence; customers tend to rely on Sales personnel who are truthful and know what they are talking about. ☺ Geniality is conveyed by pleasant and friendly communication.
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Trinity College, Cambridge)
  • Contact Email Design Copyright 1994-2013 © OxfordCambridge.OrgBusiness Skills - Selling (This picture: Harcourt Hill, West Oxford)